本文選題：營銷策略 + 煤炭營銷�。� 參考：《寧夏大學(xué)》2017年碩士論文

【摘要】：我國是一個(gè)“富煤、貧油、少氣”的國家,煤炭儲(chǔ)量豐富,可供利用的煤炭儲(chǔ)量約占世界的11.67%,位居世界第三。從2015年開始,我國煤炭的生產(chǎn)和消費(fèi)出現(xiàn)了“負(fù)增長”,煤炭在能源結(jié)構(gòu)的比重雖有所下降,但2015年仍占有64%的比重,而且短時(shí)間內(nèi)難以改變。在經(jīng)濟(jì)增速放緩,產(chǎn)業(yè)結(jié)構(gòu)調(diào)整的背景下,作為基礎(chǔ)能源的煤炭行業(yè)面臨著巨大的挑戰(zhàn)。面對經(jīng)濟(jì)下行壓力,煤炭行業(yè)的下游企業(yè)如電力、鋼材、建材、化工等也是步履維艱,致使煤炭需求量萎縮,加之近幾年,煤炭產(chǎn)能釋放過快,造成煤炭供過于求的格局。除此之外,在低價(jià)進(jìn)口煤炭的進(jìn)入、風(fēng)力光伏等清潔能源的廣泛應(yīng)用、國家環(huán)保政策日趨嚴(yán)厲等因素的影響下,煤炭價(jià)格不斷走低,煤炭市場持續(xù)低迷,煤企大部分虧損,生產(chǎn)經(jīng)營面臨極大的困難。2016年寧夏煤炭產(chǎn)量約6800萬噸,比上一年度減少1100萬噸;據(jù)悉,煤電行業(yè)占寧夏全區(qū)工業(yè)的40%左右,以高耗能為特點(diǎn)的原材料工業(yè)占比達(dá)35%,煤電行業(yè)的穩(wěn)定運(yùn)行對寧夏工業(yè)發(fā)展至關(guān)重要,隨著神華寧煤集團(tuán)400萬噸煤制油、外送電項(xiàng)目投產(chǎn),預(yù)計(jì)2017年寧夏煤炭缺口2500萬噸左右,寧夏將由煤炭輸出省份變成輸入省份。寧夏銀星煤業(yè)有限公司是一家大型國有煤炭企業(yè),在日趨嚴(yán)峻的煤炭市場背景下,公司存在著許多營銷問題和困難。本文將以寧夏銀星煤業(yè)有限公司為研究對象,運(yùn)用營銷理論和分析工具,為該公司提出適合自身的營銷策略。將通過對寧夏銀星煤業(yè)有限公司面臨的宏觀環(huán)境、產(chǎn)業(yè)環(huán)境、內(nèi)外部環(huán)境、企業(yè)自身的生產(chǎn)經(jīng)營情況、營銷現(xiàn)狀進(jìn)行分析,尋找企業(yè)存在的營銷問題和困難。以市場營銷理論為指導(dǎo),綜合運(yùn)用SWOT分析模型、PESTLE模型、波特五力模型、STP營銷理論、4P理論,提出適合寧夏銀星煤業(yè)有限公司的營銷策略,使得企業(yè)在激烈的市場競爭中生存和發(fā)展。
[Abstract]:China is a country rich in coal, poor oil and less gas. The coal reserves are abundant, and the reserves of coal are about 11.67% of the world and the third in the world. Since 2015, the production and consumption of coal in China have been "negative growth", while the proportion of coal in the energy structure has declined, but in 2015 it still occupies 64% of the proportion, and short in 2015. In the context of the slowdown in economic growth and the adjustment of the industrial structure, the coal industry, which is a basic energy source, faces great challenges. Facing the downward pressure of the economy, the downstream enterprises of the coal industry, such as electricity, steel, building materials, chemical industry, are also struggling, resulting in the shrinkage of coal demand. In addition, in recent years, coal production capacity is released. In addition, in addition to the pattern of oversupply of coal, in addition to the import of coal, the wide application of clean energy such as wind power, the increasingly severe environmental policies and other factors, coal prices continue to decline, the coal market continues to be depressed, coal enterprises have a large part of the loss, production and operation are facing great difficulties in the.2016 year of Ningxia. Coal production is about 68 million tons, 11 million tons less than the previous year. It is reported that coal and electricity industry accounts for about 40% of the industry in the whole area of Ningxia. The raw material industry with high energy consumption is accounted for 35%. The stable operation of coal and electricity industry is very important to the development of Ningxia industry. With the Shenhua Ning Coal Group 4 million tons of coal oil, the project is put into production and is expected to be 2017 In, the coal gap in Ningxia is about 25 million tons, and Ningxia will be transformed from coal export province into an input province. Ningxia Silver Star Coal Industry Co., Ltd. is a large state-owned coal enterprise. Under the increasingly severe coal market background, the company has many marketing problems and difficulties. This paper will take Ningxia Silver Coal Industry Co., Ltd. as the research object and use it as the research object. The marketing theory and analysis tool will put forward the marketing strategy for the company. Through the analysis of the macro environment, the industrial environment, the internal and external environment, the enterprise's own production and operation situation, the marketing situation, and the marketing problems, the marketing theory will be guided by the marketing theory of Ningxia Silver Star Coal Limited company. By using SWOT analysis model, PESTLE model, Potter five force model, STP marketing theory and 4P theory, the marketing strategy suitable for Ningxia Silver Star Coal Industry Co., Ltd. is put forward, which makes the enterprises survive and develop in the fierce market competition.

【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.21;F274

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